It looks to be essential to the feminist theory of "sexist language" that a gender system where the masculine gender doubles as the common gender or "phallocentrism" and a patriarchal society.
Former editor of James Brown describes the magazine as Further, the inclusion of sexist material and stereotypical images are enjoyable to the reader but are not likely to change their attitudes towards society.
You’re probably wondering, what sexism
This, along with the disappearance of jobs for life and the increased visibility of diverse sexuality's, are proving problematic for the once dominant male. The magazines are currently caught between an attempt to construct masculinity as a form of fundamentalist certitude, while simultaneously responding to a world where gender relations are changing. Men's magazines can therefore be seen as a cultural response to social change.